Show r I LOT LOT- RETAil SALES IN II I GENERAL GENRAl BACK TO NORMAL Dealers Urged To vise He-vise Re- Re Revise vise ise Methods and andt Use Fcc t e Ads W 1 HILLS Ma 10 April 20 20 Roger r vV W V Babson ho hos 8 recently retE been chocking checking flure In fl th the retail trade of o the tho ihas today issued a to hi Bis anal 81 Hk etall I tra trade a tra all sec sections of tho the country Is again CI b to normal some ome sections tire are still the good gool sears vears ars or oZ 1 19 1 and iDO 19 sa avs 9 Sir Mr but iut but many man oth r aro arc od R Retail tall trad as th last lt to 10 toil td Iho CIS CI V 0 the d depression l W When hen ien n I slack k busi busl business ness lIess hits hUs a section the tho financial 11 Ii- Ii ler In-ler ita te feel eel 1 It first the manufacturIng manufacturing ing and nd farming Interests fed teel it cond the tle Jobbers jobber ond wholesalers ers HS feel il II ii thit thi d 01 and finally the TS r bear It Hence irence l ne although te- te re ro retail tall tail tr le continues s good long Wall str street t la Is blue It does docs not colIe hac bach again until some omo time SalI all street tret comes back baek There Thera aro aN or T COUt course a 0 te fe few e exceptions to th general rule Fhe The profits o of firm like Tiffany t tho Ilie ho jeweler J cler who s sell largel lo 10 Li theer the tha er very er wealth close eloe to block marked marke mot movements movements- t 95 cent of the retail ret firms fu laS Jag a year sear ear or moro hind behind FACTORY BOO BOOL OO L The best retail trade toda today Is s ll i ithe the titles lUes of the the- cask Where h two to 0 sears vears enl'S go igo mills and tac- tac fac factories tories were ere ere shut down don do n the they arc nOs 0 overtime Cities s like ilke Pitt- Pitt Pith which a year car ct ao aoH ago H were or worlIng orI- orI Ing Illg only 60 per cent ot their capac capacity It ity ar are no now back bac to Ty ne per percent percent cent Akion which three e years ear eor ag had the highest st ise of or un- un Unemployment un unemployment employment In the coUntr country Is 15 I no floW nd for men Ii agam gan back bac to lo normal antho and an tho the 01 vol volume oi- oi lime ume of retail ret In most ot of C s IS s equal to 01 or great greater r than It has ever be been n Of or course this doe doci not flOt men mein that profits aro nJ lii large The public is h shO more In m Its purchases nn lIs Is shopping about more The 0 o inne line ima ot or 0 retail business ho however hoever ever h I Iback li back to normAl normol In n cities Any oncel concel n In an Industrial city elty which Is not doing a norma today hould clenn clean hoube and nd ascertain her wherein ln the difficult flea lIeR Cities which are about to en en- en joi en-joi jO 10 wage WaCO ad Ices are are aie in an art espe espe- espe especially daily favorable orabe position The Ie 13 Iet t tillers lIers of ot th these se cities clUes should do th tho business dining dining- 1923 the they ever have done The mill cities ot or New nd are In this els I COW o rhe he farming communities Ilia 1 not b be back to normal II differ greatly as to hal abaI 1 Is 1 normal normal- If It 0 call normal Ih the feW Cew e boom years ears of the r w n ar aT the sections ire are still below and may jay be for tor many years ears to Tome If bo however e eer er ve e consider nor nor- normal mal Inal nat as the average for tor or the past lO 20 ears and In Ici addition ailo a II pi op- op oper er Cr r amount for Iro growth tb we e will III tit the tho retail most faim sections is now bac bade back to normal or Mil lIl be shortly 1 therefore h I say ny sayat tat at something Is la the matter With ah ne he who sio la le not now flow doing L normal business He cither i Is I a Poor 1001 bu bus er r or a II poor salesman Either Dither he lie Is mixed up In some out out- out out-cide aide lee and Is 18 not to business bustness or else is not post as to fundamental conditions h I a hole holo In lila Ills economies some some- v here and It I Is i t p to him to ml 1 it i 1 I Durin During the next net few tew 2 leal cal merchants should h 1 manufacturers are aro utilising lag ing ad the great pOI er of ot ad In Iho the distribution of or their PI The rhe the successful department stores Store re are also large largo space tl ace in th Ih but the smaller r Jias et et failed tailed to ad advertise as It Ii hould 01 Perhaps this Is why hy he Id i one small one cannot tell There sure sure- surey sure surely ly y I Is some ome reason why the tho People lock to one ono merchant and pass by nother certainly indi indicate bite cate that the tho reason Is closely con con- connected connected con connected ne with the tho ad Let me also tako take this occasion to urge urea r re retailers taller to u use th the newspapers nc new In a dignified attempting av aV rather than attempt t 11 ing to use bill boards and antI no no ellY During the Iho past two ho months I hae ha ha e motored consider consider- considerably I ably abW throughout different sections of the country At almost ever every I eros cross road Is i somo some sort of or a sign 1 n windmill 01 oi else sOld oId I to some bank or merchant ho thought he ho had ered a t cheap cheap- ei Cl ci or more c method ot of al 1 ad- ad than lit hi his newspaper 0 of- of of offered fend Aa As ls it IL matter of ot t fait ett I he un- un un unconsciously consciously the aos endangers life and makes makl's instead ot of ti lends 1 Is h a profession a and nd should bo ho treat treat- treated treated ed cd In n a dignified dignified d way ay er banks bank eon can adopt such cheap methods of oC publicity tI Is Isho ond he ond the comprehension of mo moat t business m men n lit et I 1 tho temptation havIng once fallen tallen for Jor outdoor advertising ad ad myself much against the Iho ads ad adIco Ice Ico of the ad ad which handles ag agency ncy our copy I CIL R FI Mr lr Babson ended a word ord ol of r beer to 10 o tho thou retailers mailers who ho ho the fei-the the chain store Instead ad of or worn In Ins about chaIr I stores sais as s he tho the should copy copa COP their good feL fea feature ea tures ture an sn I 1 avoid old their pitfalls pitfall Th Tha I thain are arc revolutionizing reo re retailIng re tailIng They arc are Introducing manY mans I good features from which e every esery ery reo re ra-laller ra taller should profit But chain chati 0 many TOsny ihen hen their lo U organize Into a labor unIon unIon-as union as I F is Inevitable Ine with I such ouch big biff units then units then the tho nt nt merchants merchant to get eel together mor among themselves and form mONI chains which glitch the themselves eS ca cai control P Person I mould not want to win Wih one on lone gro- gro grocer groer gro grocery cery er store Blore but r just t as aj soon have S a a group Kroup of ot a It dozen grocery tores tor s General business bus s Ir dr Babson Is good frood The TIle Babson- Babson chart Babson-chart chart ehart sands today at 3 3 per Ier above bove bove normal compared with 10 r cent below belo normal II a v ear ar ago |